Journal of Fashion Marketing and ManagementConsumer behavior of generational cohorts for compression sportswearMonika Rahulan Olga Troynikov Chris Watson Marius Janta Veit Senner

Article information:To cite this document:Monika Rahulan Olga Troynikov Chris Watson Marius Janta Veit Senner , (2015),"Consumer behaviorof generational cohorts for compression sportswear", Journal of Fashion Marketing and Management,Vol. 19 Iss 1 pp. 87 - 104Permanent link to this document:http://dx.doi.org/10.1108/JFMM-05-2013-0072

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Consumer behavior ofgenerational cohorts forcompression sportswear

Monika Rahulan, Olga Troynikov and Chris WatsonSchool of Fashion and Textiles, RMIT University, Melbourne, Australia, and

Marius Janta and Veit SennerDepartment of Sports Equipment and Materials,

Technische Universität Munchen, Munchen, Germany

AbstractPurpose – The purpose of this paper is to understand the difference in purchase decision behavior ofcompression sportswear by Baby Boomers and Generation Y.Design/methodology/approach – Two methods were used for data collection: a simulationstudy with 17 Baby Boomers and 23 Generation Y subjects using eye-tracking technology; and aquestionnaire from a sample of 82 Baby Boomers and 84 Generation Y consumers.Findings – Generation Y are more inquisitive and focus greatly on technical information.Baby Boomers are more confident with their choices, taking a shorter time to reach a purchasedecision; they are more concerned with aspects that protect the wearer.Research limitations/implications – Limited demographic information was collected fromparticipants in the simulation study, further research is required in this area.Practical implications – This study provides important insights into the purchase decisionbehavior of Baby Boomers and Generation Y for compression sportswear. By providing betterunderstanding of some of the key drivers for purchase decisions it enables marketers to develop moreeffective marketing plans to engage with these important consumer groups.Social implications – The focus and findings of this study provide further understanding of themotivations of two significant consumer cohorts. This study provides further momentum to the bodyof cohort research already available.Originality/value – This study addresses a gap in literature with reference to the comparison ofconsumer behavior of generational cohorts when purchasing compression sportswear. Findings canbe applied in other areas of sportswear and to other countries.Keywords Consumer behaviour, Baby boomer, Compression sportswear, Eye-tracking,Generational cohort, Purchase decision behaviorPaper type Research paper

IntroductionThe sportswear market is expanding as the trend of the promotion of healthy andactive living grows. This is a trend that is expected to continue to grow internationally(Edwards and Tsouros, 2006). Therefore it is imperative for marketers to understandclearly the needs of their target customers in order to exploit them and increase theirown market share.

Baby Boomer consumers are a growing force in the market; with more money andgreater concern for living longer, they care about being healthy and looking goodand are willing to spend to get what they want (Kumar and Lim, 2008). The GenerationY cohort is also a very powerful consumer group as they are highly knowledgeable andmake decisions with a lot of research (Tsui and Hughes, 2001); they are highlyinfluential on family members and peers (Glass, 2007; Jackson et al., 2010), and aretherefore an important group for marketers.

Journal of Fashion Marketing andManagement

Vol. 19 No. 1, 2015pp. 87-104

©Emerald Group Publishing Limited1361-2026

DOI 10.1108/JFMM-05-2013-0072

Received 26 May 2013Revised 18 March 2014Accepted 2 June 2014

The current issue and full text archive of this journal is available on Emerald Insight at:www.emeraldinsight.com/1361-2026.htm

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Consumers have utilised compression garments for medical reasons for many years(Dascombe et al., 2007). The benefits provided by these garments have more recentlybeen translated into the sportswear arena. Sports compression garments have beenmarketed to increase performance, decrease the likelihood of injury and promote theprocess of recovery (Choice, 2011). Initially a product for professional athletes; a wideruse has now been found among sport enthusiasts of all abilities and ages (Higgins et al.,2009; Hill et al., 2014).

As the popularity and need for compression sports garments increases, there is aneed to fill the gap in current literature as to whether there is a difference in purchasebehavior of these products between these two powerful cohort groups. Additionallyit is expected that the significance of the results from this research can be applied tounderstand differences in purchase behavior for sportswear in general.

Relevant literatureWe begin by reviewing literature relevant to the study to provide a foundation in orderto develop our theoretical framework.

Generational cohort theoryGenerational cohort theory is used to group people born in certain years, in order tosuggest likely behaviors according to shared values (Schewe and Meredith, 2004);describe cohorts as groups born during the same time period who travel through lifetogether; and therefore experience similar external events in their late adolescent andearly adult years. Cole et al. (2008) explain that cohort effects relate to the long-termimpact of events on people born in particular periods and remain with one during theirlife. The defining moments that these groups experience influence values, attitudes,preferences, expectations and buying behaviors; as a result these factors remainconstant throughout the generation’s lifetime and constitute a generational identity( Jackson et al., 2010; Schewe and Meredith, 2004). Smith and Clurman (2010) emphasizethat understanding the values and motivations of a generation has become essential totargeting particular consumers, as each generation is driven by unique ideas about thetype of lifestyle to which they aspire. Hofstede (1984) disagrees with the notion thatindividuals can be defined and segmented with regard to generational influences andrather considers that factors such as skill level, educational background and educationinfluence individual preference. Quester et al. (2007), define the following generationalcohorts: Baby Boomers, born between 1946 and 1964, Generation X, born between 1965and 1976 and Generation Y, born between 1977 and 1994. Researchers and historianshave used different names and dates to define cohorts; however, the literaturefundamentally agrees on the general attitudes and behaviors of the groups (Wellner,2000; Norum, 2003).

This study will focus on two cohorts: Baby Boomers and Generation Y. They havebeen specifically chosen for the great power that both consumer groups possess.We thought it important to understand what the influences on purchase forcompression sportswear were between these two distinct groups, who are bothinvolved in sporting activity, but for differing motivations.

The formative years of the Baby Boomer cohort were characterized by economicprogress and advances in education, science and employment (Strauss and Howe,1991). Due to these factors, Baby Boomers are internally focussed, choosingself-satisfaction over the needs of the community. Jackson et al. (2010) expand on this

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notion, describing the cohort as individualistic and competitive with interests inpersonal growth through self-fulfillment. Their strong work ethic and focus has gainedthem economic security and professional success (Lehto et al., 2008).

Kumar and Lim (2008) and Beldona et al. (2009) explain that Baby Boomersrepresent a group with great spending power and disposable income, particularly asthey reach retirement age and their children move out of home. It has been found thatstaying healthy is of great importance to Baby Boomers, ranking in the top three oftheir greatest priorities (Del Webb, 2010).

Generation Y has grown up with the internet and highly advanced technology,they are considered as the first high-tech cohort (Norum, 2003). The cohort is said to behighly consumption oriented, particularly in regards to their shopping preferences andtastes (Wolburg and Pokryvczynski, 2001; Holtshausen and Styrdom, 2006).

Due to their ability to easily access vast amounts of information, Generation Y’s arehighly educated in many aspects (Wolburg and Pokryvczynski, 2001) and usuallymake purchase decisions having undertaken prior research on the topic, this alsomakes them more aware of marketing tactics, and therefore more suspicious towardmarketing compared to their predecessors (Tsui and Hughes, 2001).

Lim and Turco (1999) explain that this group experiences a level of financial securityand material comfort above that of generations before them. Therefore Generation Yconsumers have a great spending power, however, considering the time that they areentering in their lives and the responsibilities involved therein, they are more inclinedto save their money in comparison to their Baby Boomer parents.

Sports compression garmentsCompression garments have long been used in the health industry to treat patients withpoor blood flow and conditions such as deep vein thrombosis (Dascombe et al., 2007).However, in recent years, the use of compression garments for sports and fitness hasbecome increasingly widespread. Compression sports garments offer users engineered,graded compression to stimulate the flow of oxygen to muscles, reducing the build upof lactic acid (Cole, 2008). The benefits postulated by the majority of sport compressiongarments state that the wearer will benefit from increased blood flow, improvedmuscles oxygenation, reduced muscle fatigue, faster recovery, less muscle vibrationand a reduction in muscle injury (Troynikov et al., 2010). In addition, most sportscompression garment brands offer garment attributes such as UV protection, anti-bacterial properties, moisture management, temperature regulation and even a betterproprioceptive sensibility (Liu et al., 2011).

Some studies have found that the garments do in fact assist the wearer in increasingtheir performance and recovery time (Dascombe et al., 2007; Chatard et al., 2004; Duffieldet al., 2009). However, a study by Higgins et al. (2009) found that any effects fromcompression garments on performance were minimal and Berry et al. (1990) indicated thatcompression tights would not significantly affect circulating lactate levels or post-exerciseresponse. A study by Houghton et al. (2009) concluded that compression garments did nothave any effect on the hockey players they tested on, although the increase in skintemperature may have caused discomfort for some of the players.

Visual attention and eye-trackingThrough the study of eye movements an understanding can be gained of howindividuals acquire information (Duchowski, 2007). The movements of eyes consist of

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two components, fixations and saccades. Saccades are rapid jumps that the eye makeswhen it is looking from one area to another, focussing new visual stimuli onto the fovea(Duchowski, 2007). Fixations are moments when the eye is relatively still and focussingon a specific object or location; during a fixation the area or object being viewed isprojected onto the fovea for detailed processing (Wedel and Pieters, 2008). Usingsaccade movements and durations of fixation, a pattern of eye movements, called thescan path (Solso, 1994) can be determined. The path that is travelled, where the eyespause, jump or return to, can then be analyzed to understand visual attention.

An eye tracker is a device used to measure eye movements. The use of eye-trackersmakes it possible to record the movements of eyes and understand attention patternsover a visual stimulus (Pi, 2011). Eye tracking is most commonly analyzed using thetotal number of fixations, number of fixations over an area of interest, total fixationduration time and fixation duration time over an area of interest ( Jacob and Karn,2003). The greater the number of fixations and fixation duration time, the greater theamount of visual attention (Duchowski, 2007).

Theoretical frameworkAlthough there are many influences on the purchase behavior of consumers, thefollowing were the ones considered in the purchase of sports compression garments.

1. Product benefitsThe advantages a product provides to the consumer will be a major influence towhether the product is purchased. Consumers require both functionality and aestheticappeal from their sportswear, no matter their level of involvement in sport or fitness(Shishoo, 2005). According to Braddock and O’Mahony (2002), professional and leisuresports enthusiasts alike, demand and expect the highest quality, comfort and style fromtheir sports garments. Shishoo (2005) also adds that fit and durability is importantto those purchasing performance sportswear. Technologies such as anti-bacterial,moisture wicking, water resistant and those that have been scientifically modified toenhance the performance of the wearer are also attractive to sportswear consumers(Gale and Kaur, 2004; Cole, 2008). Therefore there are a wide variety of benefits that aconsumer can seek from their sportswear; their choice will be dependent on their needs.

We were unable to locate specific comparisons between the preferences insportswear benefits required from Baby Boomers and Generation Y, however, there aresome indications that requirements would differ. Baby Boomers are physically ageing,a problem of much less concern for Generation Y. There have been an increasingnumber of sports injuries from Baby Boomers, as many of them, in an attempt to defythe ageing process, maintain or even increase their physical exercise regiment,resulting in injury (Euromonitor International, 2012).

It has been found that the quality and comfort of garments are of high importance toBaby Boomers. Baby Boomer women in particular are unsatisfied with the range ofclothing available to them, and are concerned that it has not been designed with themin mind (Peters et al., 2011; Holmlund et al., 2011; Howarton and Lee, 2010). On the otherhand, Generation Ys when considering the product benefits of sportswear are morelikely to be influenced by technical attributes and branding (Lim and Turco, 1999).This cohort spends more on branded clothing (Chao and Schor, 1998), wearing thosebrands that they feel emulate a certain persona and give a clear message about whatthey aspire to be (Morton, 2002).

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Generation Ys are early adopters of new technologies (Kumar and Lim, 2008),thus the garments which are technologically advanced are highly attractive to them.The opinions of their peers are also very important. Consumer Generated Media is akey factor in their decision making process (Quester et al., 2007). This cohort placesgreater importance on having control over their own actions and their ability to formopinions independently, being more interested in learning the benefits of productsthrough personal experience (Dawson, 2010).

Given that we found no clear comparison between the product benefits preferred forsportswear between the Baby Boomers and Generation Y, we propose:

H1. Different generational cohort groups purchase sports compression garmentsbased on varying product benefits.

2. Method of communicationThe methods used by brands to convey messages to consumers define who they reachand those who may purchase their products. Although consumers are very receptive toclothing that will improve their performance (Keynote, 2008), the message must reachthe consumer in order for them to respond. The use of magazines, catalogues and onlinecommunication vary the effectiveness of the message in reaching the intended audience(Quester et al., 2007).

Though it may be assumed that Baby Boomers would be averse to new technologies,studies show the opposite: Baby Boomers’ internet usage and online purchase patternsare similar to those of younger generations (Kumar and Lim, 2008; Beldona et al., 2009;Jorgensen, 2003). Despite this willingness of Baby Boomers to adopt new technologies,Generation Y, however, remains more knowledgeable and more active within the spheresof internet usage and online purchasing (Kumar and Lim, 2008). Thus it is evident thatan online presence is essential for brands to be able to effectively communicate with twostudied cohorts.

Female Baby Boomers are bored by the current advertising aimed at them, and areunable to identify with the models in the ads (Holmlund et al., 2011). They prefer to seecognitively aged women, rather than chronologically aged women in their sportswearadvertisements (Wray and Hodges, 2008). Celebrity endorsements and careful advertisingmodel selection is paramount to connect with consumers. Endorsements have showna greater ability to influence the Generation Y consumer and reflect the values andaspirational lifestyle they wish to live up to (Lazarevic, 2012).

The literature suggests that different forms of communication will be effective whentargeting Baby Boomers and Generation Y, therefore we propose:

H2. Generational cohort groups will be influenced by different methods ofcommunication as part of their purchase behavior.

3. AvailabilitySufficient market saturation must be achieved in the appropriate retail medium toreach the intended consumer. There are ever increasing channels in which to presentand deliver retail opportunities to consumers, whether it is a physical store, onlinestore, catalogues or social media (Quester et al., 2007).

Both male and female Generation Y consumers see shopping as a social activity(Martin and Turley, 2004). This social dynamic must be catered to by the retailer,regardless if it is an online or brick and mortar format. Baby Boomers are lessconcerned with the establishment of a social space and prefer fewer choices than theyounger generation (Mikels et al., 2009). The Baby Boomers appear overconfident

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about their ability to make right decisions, often not committing additional time to theresearch of other options. (De Bruin et al., 2007). Female Baby Boomers are particularlyconfident of their wants and needs, and insist that they already know what is right forthem. They tend to require less time in making a purchase decision (Holmlund et al.,2011; Peters et al., 2011). It is imperative that brands ensure the appropriate rangeof sportswear is available on hand so the Baby Boomers are able to confidently andquickly assess their choices.

Online retail presence is also key to reaching maximum availability. Internet basedsocial media and peer review are frontiers that are familiar to Generation Y but are alsobeing increasingly used by Baby Boomers (Kumar and Lim, 2008; Beldona et al., 2009).The need to cater to both online presence of experienced Generation Y’s use and BabyBoomer’s online behavior is paramount.

In light of this we feel there is a need to further understand where Baby Boomersand Generation Y shop; therefore we test that:

H3. Different generational cohort groups require varying avenues to purchasesports compression garments.

4. Generational factorsIf the any of the above hypotheses are upheld, it will also indicate that overall there is adifference in the purchase behavior of Baby Boomers and Generation Y; thereforewe also test that:

H4. There will be significant differences in purchase behavior of compressionsportswear among different generational cohorts.

MethodologyTwo methods were utilized to test the hypotheses and understand the consumerpurchase behavior for compression sportswear. A simulation study was conducted inGermany and an online questionnaire was distributed throughout Australia; providinga cross-national comparison.

Simulation study1. Participants and procedureA simulation of consumer purchase behavior for compression sportswear was carriedout in Munich, Germany, during May 2012. In order to have an appropriate sample sizetwo venues were utilized for the study, a large university in Munich and the LaVidaGym, a gym close to the university. Students and staff from the university and patronsof the gym who belonged to the appropriate cohorts were invited to take part. Therewere a total of 40 participants, consisting of 17 Baby Boomers and 23 Generation Y.This sample size was considered sufficient to provide tentative outcomes, beingconsistent with similar studies previously conducted (Pan et al., 2004; McCarthy et al.,2003; Dixson et al., 2011). The sample had a good representation of both males andfemales, with 52.9 percent of the Baby Boomers and 60.9 percent of the Generation Ygroup being male.

Participants were fitted with a head mounted eye-tracking system, which wouldmonitor and record their eye movements over visual stimuli. The simulation had four parts:

• Part 1: observation of 7 different promotional images in succession on a computerscreen. Participants had no time restraint.

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• Part 2: participants were instructed to engage in a purchase situation andobserve for one minute three pairs of compression leggings with their respectivepackaging beside them.

• Part 3: participants were instructed to browse and handle the leggings andpackaging as if they were intending to purchase them. Participants had no timerestraint.

• Part 4: a questionnaire was administered by an examiner about the products.

MeasuresThe videos produced from the simulation study were analyzed using the DikablisD-Lab software. Studies conducted by Ju and Johnson (2010) and Park et al. (2012) wereused as a basis for the design and analysis of the study. Ju and Johnson (2010) utilizedeye-tracking technology to study the visual attention of young women on differenttypes of fashion advertisements, particularly focussing on areas of interest, total timeviewing each advertisement and the number of fixations. Similarly Park et al. (2012)used eye-tracking technology to study how participants viewed particular fashionimages, creating areas of interest on the images to analyze gaze duration and thedensity of fixations.

The first part consisted of seven promotional images. The images were of athleteswearing compression sportswear whilst being active in various sporting activities; theyshowed both male and female models of varying ages, some images with descriptivetext, others with less information rich areas. These images were collected from theweb sites of well-known compression sportswear brands: Skins (www.skins.net), 2XU(www.2xu.com.au) and Under Armour (www.underarmour.com). By providing imageswith a variety of different details, more measures were available with which to analyzethe visual interest of the participants. Measurements were taken of the total time ofobservation, time spent observing each image and the scan path developed over eachimage. A longer observation time indicated a greater interest in the promotionalmaterials, likewise over each image. The scan path indicates specific areas of interestfor each promotional material.

The second part consisted of a one minute viewing of three compressionleggings and their packaging. Subjects were presented with products correspondingwith their particular gender and the details of the products were: Skins CompressionLong Tights, 2XU Elite Compression Tights and Diadora Compression Clothing LongTights. The study measured the average number of glances at leggings and theaverage number of glances at packaging. The glances at which of the three leggingsand which packaging was not taken into account. The measure focussed on the numberof glances of leggings to packaging and the overall number of glances. A highernumber of glances indicates a higher level of interest.

The third set of measurements took into account the time spend before taking apurchasing decision: time spent browsing and handling the leggings and packaging;time for the actions performed on the leggings; and the time for the actions performedon the packaging. The sum of these times indicates the swiftness of each cohort toreach a purchase decision. The nature of actions performed indicates importantattributes influencing the process of reaching of a purchase decision.

The final measurements take into account seven questions appearing on thequestionnaire. The questionnaire asked the participants the following questions about

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the leggings they had observed and handled: Most preferred, which they wouldpurchase, which they perceived to have the highest and lowest quality, which had themost appealing packaging and whether the price of the leggings would affect whichone they would purchase. The questionnaire was completed with the participantbeing asked if they already owned compression sportswear, and if not, whether theywere now more inclined to make a purchase. Descriptive answers were provided byrespondents and are examined to determine the preference of leggings and packagingfor each participant, as well as their likelihood to purchase compression sportswear.

Online questionnaireData were collected through an online questionnaire. The target population consistedof Baby Boomers and Generation Y sporting enthusiasts who owned or wereconsidering the purchase of compression sportswear. The link for the questionnairewas distributed via email to mailing lists of Australian gyms and sporting clubs.Initially the questionnaire did not receive many responses from Baby Boomers,therefore a local YMCA gym was visited and patrons from the cohort were approachedto complete the questionnaire on site. The total number of usable questionnaires was166, with 82 Baby Boomers and 84 Generation Y respondents. This sample size wasconsidered sufficient to provide tentative outcomes, being consistent withquestionnaires conducted by Jin and Black (2012) and Jeon and Ridinger (2009).Considering the limitations of the study, the sample had a good representation of bothmales and females, with 48 percent of the Baby Boomers and 63 percent of theGeneration Y group being male.

The participants answered questions in a multiple-choice method, initially coveringgeneral demographic information (gender, age, marital status, household income,education, work status), then the aspects of the number of sports activities they areinvolved in (frequency per week, hours per session, types of sport and fitness activities,reason for being active). Participants were asked to specify if they owned sportscompression garments (number of items, types of garments, brands owned, brandrecognition, particular sports compression garments are utilized in, frequency ofpurchase, mode of purchase, the importance of price) and answers were sought as to theimportance of specific attributes of the garments (comfort, quality, technical attributes).Their buying habits were also obtained by inquiring about their buying approach,influences on purchase decisions, in store purchase behavior, and the attributes ofadvertising.

MeasuresAmeasurement of overall experience and activeness is obtained with the type, number,and frequency of sporting activities in which participants engage. A five-pointLikert scale was used to determine level of agreement, influence and importance(a measure of 1 marking the lowest or least and a measure of 5 marking the highestor most). To test H1 the participants marked responses in regard to comfort, quality,and technical attributes. Braddock and O’Mahony (2002) and Cole (2008) describedthese factors to represent product benefits to consumers of sportswear. To test H2participants marked responses regarding the importance of different advertisingtechniques, including the use of sport specific sponsors and activities. To test H3questions sought answers to their buying approach, in-store purchase behaviors, andmode of purchase.

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ResultsThe study found that both generations of cohorts are active approximately three tofour times a week. It was found that the main reason for activity was fitness as markedon the online questionnaire by over 80 percent of participants from both groups.Generation Y did include leisure, competition, and stress relief as other importantreasons for their activity. When asked about specific activities Baby Boomers at a rateof 60 percent chose walking as their preferred method of activity. Also marked bythis group were running, jogging, and weight training. This is consistent with findingsof Wray and Hodges (2008) in regards to the preferred activities of Baby Boomers.Johnson (1996) and Steinhaus and Lapitsky (1986), found that the number onefitness activity that Baby Boomers partake in is walking, followed by aerobics andweight lifting.

Product benefits influencing purchase behavior (H1)Both generational cohorts ranked running and jogging high in their preferred sportingand fitness activities. Walking was the number one preferred activity of Baby Boomersat over 60 percent with running and jogging coming in second at 48 percent. GenerationY ranked running and jogging at just over 50 percent with cycling a close secondat 50 percent. Unlike their Baby Boomer counterparts, Generation Y did have somerepresentation of team sports in their preferred activities. In total, 30 percent ofGeneration Y participated in Soccer/football and about 10 percent in both netball andbasketball. Baby Boomers had rates at or less than 5 percent for any particularteam sport. The distinct needs for diverse types of activities will require differentproduct benefits.

Both groups saw aspects of comfort, quality and technical attributes as important,however, the order in which these aspects were ranked differed. Generation Y placedfit, ease of movement, and prevention of chaffing as the most important factors ofcomfort. It is evident that their preferred sport and fitness activities directly affectedthese rankings. The team sports identified in the preceding paragraph, along withcycling require high levels of movement and flexibility, areas in which fit and chaffingplay a major role. On the other hand, the majority of Baby Boomers did not rankchaffing as important, which we conclude to be due to the types of activities theyprefer. Baby Boomers placed durability as the most important, closely followed by sizeavailability, ease of care and construction quality. Aspects relating to resilience aremore important to this group. It is important to note the high score of size availability ofBaby Boomer’s comes almost entirely from responses marked by females. This isconsistent with Holmlund et al. (2011) who found fit to be the leading decision factor forfemale Baby Boomers. This correlates to the actions carried out by the Baby Boomersubjects in the simulation study, who stretched the garments in different ways andcarefully inspected the fabric and stitching along the leggings. Generation Y wereequally concerned about comfort, but gave aesthetic appeal and design a higher rank.

Technical attributes offer another difference in order of preference seen for ourgenerational cohorts. They both stated that faster recovery and muscle support are ofthe highest importance, as to be expected as these are both hailed as unique benefits tocompression sportswear garments (Troynikov et al., 2010; Kraemer et al., 1998).Preferences diverge in tertiary and quaternary points. Generation Y places the needs oftheir activities next utilizing sports compression garments for increased enduranceand increased speed, strength, and power as the next important technical attributes.

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This suggests that they value performance, as is necessary in team sports, and will usetechnology to achieve this end. The Baby Boomers believe that aspects other thanperformance are next in order of importance, odour resistance, and sun protection,respectively. The Baby Boomers are more concerned about personal hygiene andprotection from possible sun exposure than Generation Y.

Further differences arose between the Baby Boomer and Generation Y groups whenexamining the garments during the simulation study. Here it was clearly seen that theBaby Boomers were more concerned about the textile and garment construction qualityof the legging, stretching at the waistband, thigh and leg openings and spendingmuch time inspecting the stitching on the garment. On the other hand the GenerationY groups tended to be more focussed on the visual information provided by themanufacturer, with most of the group reading the information on the hang tag andinspecting the printing on the garments. The Generation Y group also examined thestretch of the leggings, however, this was not as frequent an action for their group incomparison to the Baby Boomers.

Communication methods influence purchase behavior (H2)During the simulation study of promotional images, on average, Generation Y subjectsspent 81.52 seconds examining the images, whereas the Baby Boomers spent 63.00seconds. Therefore, the Generation Y group spent approximately 23 percent longer onthe images. It was found that that the results were statistically significant, with ap-value of 0.0299 at α¼ 0.05 when conducting a student’s t-test with the null hypothesisbeing that there is no relationship between generational cohort and time taken to viewpromotional materials As stated by Duchowski (2007) an increased viewing timeindicates greater visual interest. This study along with Wolburg and Pokryvczynski(2001) find that the younger generation requires more visual information.

During physical examination of the garments, the Generation Y group took 40percent longer than their Baby Boomer counterparts. This difference was also found tobe statistically significant with a p-value of 0.048 at α¼ 0.05, when conducting thestudent’s t-test. This is in accordance with previous research stating that Generation Ywill be more inquisitive when making a purchase decision (Tsui and Hughes, 2001).It also shows that as previously described, Baby Boomers require less time to reach adecision, being more sure of themselves (De Bruin et al., 2007).

During physical examination of the garments, the Generation Y group tooksignificantly longer than their Baby Boomer counterparts. This is in accordance withprevious research stating that Generation Y will be more inquisitive when making apurchase decision (Tsui and Hughes, 2001). It also shows that as previously described,Baby Boomers require less time to reach a decision, being more sure of themselves(De Bruin et al., 2007).

There were similarities between the actions of the individuals in the simulation, andthe responses in the questionnaire regarding the attributes of sportswear advertisingthat most influenced them. Generation Y placed technical attributes, general attributesand price as highest ranking, and this was supported by the fact that the Generation Ygroups in the simulation all read the information on the packaging very thoroughly, aswell as reading the information provided on the hang tag. This was also demonstratedin the scan path drawings developed from the viewing of promotional material. As canbe seen in Figure 3, Generation Y was very focussed on the information rich areas ofthe material, whereas the Baby Boomers scan path was less so (Figure 2). It is clear thatGeneration Y, as suggested, is extremely tech savvy and knowledge hungry, they want

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to collect the information available to them so that they can judge for themselves(Tsui and Hughes, 2001). The scan path results reinforce the longer time spent byGeneration Y viewing the promotional material (Figures 1-3).

The simulation study suggested that packaging information should be translatedinto the appropriate language of the targeted market segment. Further during ourstudy at the gym only 22 percent of the Baby Boomer group examined the packaging,some who did commented to the researcher it was in English and in small typeset,which made it difficult to understand. Little effort was made by the packagingmanufacturer we used to target non-English speakers with difficulty of reading a smallprint. Generation Y did not mention having difficulty reading any of the print.

The simulation study found that Baby Boomers spent approximately 40 percent lesstime than Generation Y physically engaged with the products and packaging. This is aclear indication, along with the scan path data, that Baby Boomers and Generation Y

Source: www.skins.net/de-DE

Figure 1.A promotional

image used in thesimulation study

Figure 2.Scan path of the baby

boomers in thesimulation study

Figure 3.Scan path of

generation y in thesimulation study

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require different methods of communication from the manufacturer to make a purchasedecision. Generation Y require greater detail for inspection. Baby Boomers do notspend as much time reading this detail to make it as significant in their purchasedecision. This difference in techniques enforces the notion that different communicationsmethods affect the cohorts differently, supporting H2.

Purchasing avenues influence purchase behavior (H3 )The most frequent mode of purchase for both generational cohorts was the traditionalsports store (Figure 4). A close second for Baby Boomers were department storesfollowed last by online methods. Generation Y preferred online shopping after traditionalsports stores with department stores falling much farther down the list of preferredavenues of purchase. As many as 52 percent of Generation Y indicated a willingness tobuy compression sportswear online while the Baby Boomers indicated percentages< 30 percent. The greater online presence of Generation Y as found in this study andsupported by Kumar and Lim (2008), proves that the generational cohorts have differentalternate purchase methods. The primary avenue of purchase remains the same for bothgenerational cohorts: the traditional sports store. A comment made by the Baby Boomergroup was that in order to truly assess whether a garment would meet their qualityperceptions they would need to fit the garment on their bodies and assess. This furthersuggests that they would be less likely to use online methods of purchase in comparisonto Generation Y. These generational cohorts use different avenues to purchase theircompression sportswear, supporting H3. The large variations shown in Figure 4 forpurchase through a catalogue and “other” show the insignificance of these responses incomparison to the other purchase modes. As there were significant responses for someof the other modes, the large variance in these two options was not investigated further.

Generational cohort theory and purchase behavior (H4 )With support for H1, H2 and H3, the present study has found that there are significantdifferences in purchase behavior of compression sportswear among the studiedgenerational cohorts, and thereforeH4 is also supported. One more additional generationaldifference is the importance of price for purchasing behavior. This difference was clearlypresent in the results of the questionnaire.

When asked about the importance of price in purchasing sports compressiongarments it was seen as quite an important factor for Generation Y with over half of therespondents (51 percent) believing that price is very important and 20 percent seeing it

01020304050607080

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Figure 4.Mode of purchase

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as extremely important (Figure 5). On the other hand, it appeared that the Baby Boomerattitude toward price was more spread, with the largest group stating that it wasneither important nor unimportant (32 percent), then an equal percentage statingthat it was not at all important, and very important (22 percent). 15 percent of theBaby Boomers stated that price was a “Very Unimportant’ factor. The responses fromGeneration Y for “Very Unimportant” and “Not at all Important” displayed a largevariation, this was due to the majority of the cohort responding to the other optionsand those answers being insignificant in comparison; therefore this was notinvestigated further.

Discussion and managerial implicationsThe present study found significant differences in the purchase behavior of BabyBoomers and Generation Y for compression sportswear. Considering the twoinvestigative methods undertaken, it was found that both groups were concerned aboutcomfort, quality and the technical attributes of sports compression garments; however,the ranking of these values varied between the groups, with a particular differencebeing that Baby Boomers were concerned with protection whereas the Generation Yrespondents cared more for performance enhancement. The German study found asimilar result, with both groups caring for comfort and quality but having differentpriorities with the Baby Boomers showing concern for the resilience of the garment,and the Generation Y cohort focussing on technical information.

Baby Boomers were found to be confident in their choices, and spent a much shortertime making purchase decisions, which is consistent with the suggestions by Holmlundet al. (2011) and Peters et al. (2011) that Baby Boomer women have confidence in theirpurchase decisions and know what they want and need. Furthermore, this was alsoapplicable for the study group in general, not only females, which indicates that BabyBoomer males are also relatively confident and sure of their decisions in comparisonto their younger counterparts.

The Generation Y group were more inquisitive, taking a longer time to make apurchase decision and placing great importance on information search, which supportsWolburg and Pokryvczynski’ s (2001) claims. The questionnaire results showed thatthe majority of respondents see that the most important factor of sportswearadvertising was technical information, followed by general information. In addition, thesimulation study demonstrated this in multiple ways, with Generation Y subjectsspending more time reading hang tags and inspecting aesthetic printing andembellishment on the garments, as well as Generation Y as a whole spending a longertime reading all the information on the packaging.

0102030405060

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It is critical for marketing professionals to consider the specific needs of cohorts inorder to capture a wider audience in the compression sportswear market. Kumar andLim (2008) and Beldona et al. (2009) suggest that Baby Boomers are a group with greatspending power and disposable income, a cohort with great purchasing potential. Theresults of this study support this notion, with a larger percentage of the Baby Boomersreporting that price was very unimportant or not at all important when considering thepurchase of compression sportswear. On the other hand the majority of Generation Yrespondents stated that price was a very important consideration to them. In order toutilize this powerful group, a number of findings indicate areas that need focus.

Fit and size availability are factors that were ranked as important by female BabyBoomers. During the simulation many subjects stated that the garments do not fit themcomfortably and were too tight. They preferred to wear something less skin-tight.Thus it is evident that ignorance on the nature of compression sportswear is prevalentin this cohort. Overall it is found that Baby Boomer women feel that they are a segmentthat is not catered to with regard to clothing and feel dissatisfied with the optionsoffered by retailers (Holmlund et al., 2011; Wray and Hodges, 2008; Howarton and Lee,2010). This suggests a need exists, especially for female Baby Boomers, to be bettereducated about the benefits and the nature of the fitting for compression garments.They are designed to be worn fitted and often at times underneath other garments(Liu and Little, 2009).

It is evident that Generation Y is the main target for the compression sportswearmarket. The models used in advertising and the amount of technical language areappropriate for their preferred sporting activities and eagerness to remain tech savvy.In addition, Generation Y respondents were highly active in team sports, laying thegroundwork for rapid expansion soon after the initial entry of compression sportswearinto local circles of sporting and fitness enthusiasts.

It is clear that the use of eye-tracking technology to study consumer purchasebehavior provides marketers with valuable information that cannot be from thetraditional means of consumer research. This is a technology that consumer marketersand other professionals can implement to gain a better understanding of the needs andwants of their targets, providing a more complete picture to better market and outfittheir products to their audience.

Limitations and future researchLimited demographic information was collected from subjects in the simulationstudy. Hofstede’s (1984) claim that generational cohort theory was not an indicator ofconsumer behavior, and that skill level and educational background has a greaterinfluence on behavior and preferences has to be taken into consideration. In the presentstudy it was found that generational cohort theory was relevant, but the demographicdifferences in education was not taken into account.

Due to practical aspects, the questionnaire sample data consisted of internet usersand those targeted at the YMCA gym personally, creating a limitation in the breadthof the sample population. The study took place in Australia and Germany, so it wouldbe beneficial to expand research into other countries in order to gain a morecomprehensive understanding of generational consumer behavior in the purchase ofcompression sportswear.

While this study provides a solid foundation of consumer purchase behavior ofcompression sportswear, a more extensive study of these generational groups andcultural regions would provide further benefit to marketers that focus on these two

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important consumer groups. Greater understanding can be obtained from researchthrough in-store observations, conducting focus groups, product trials, or othermethods. One of the intentions of the study was to provide a cross-national comparison,however, due to limitations in time and resources this was something that was notaddressed in this study. In order to compare and contrast the results that were collectedin Germany, the eye-tracking simulation study should be conducted in Australia inorder to provide a direct comparison between the countries. This should incorporate amore in depth demographic study of participants. The questionnaire would also need tobe completed in Germany, with an appropriate sample size.

This is an early study into the field of compression sportswear for the generationalconsumer market, providing an important building block for further research into thissignificant and growing market segment.

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About the authorsMonika Rahulan is a recent Graduate of the Masters of Fashion and Textiles program at theRMIT University, Melbourne. She also completed her Bachelors Degree at the RMIT Universityin Mechanical Engineering and Business Management. Her areas of interest include performancesportswear, consumer behavior and sustainability. Monika Rahulan is the corresponding authorand can be contacted at: monika.rahulan@gmail.com

Associate Professor Olga Troynikov, PhD, is a Performance and Sport Apparel ResearchLeader and a Post Graduate Program Director at the RMIT University, Melbourne. She is anAustralian authority and a valued international expert on apparel digital technologies and virtualprototyping, performance clothing and materials science.

Chris Watson has worked in senior roles in international apparel and textiles markets for over20 years. Over the past decade he has held sales and marketing positions in the active sportswearand outdoor apparel markets, particularly in Europe and USA. He has expertise in sustainableperformance products for sporting applications. He holds a Master Degree in Fashion andTextiles.

Marius Janta holds a Diploma in Sports Science and a Master degree in Consumer Research.He has worked as student assistant for the Specialty Division Sports Equipment and Materialsat Technische Universitaet Muenchen, Germany, for one, five years and started his PhDone year ago. His research is about local thermal comfort and its potential for efficient vehicleinterior and textile applications.

Professor Veit Senner, Doctor of Engineering, leads the Specialty Division of SportsEquipment and Materials at the Chair of Ergonomics at the Technische Universitaet Muenchen.His research focusses on the interaction between humans, sports equipment and theenvironment, covering aspects such as biomechanics, user ergonomics, safety and subjectiveexperience.

For instructions on how to order reprints of this article, please visit our website:www.emeraldgrouppublishing.com/licensing/reprints.htmOr contact us for further details: permissions@emeraldinsight.com

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1. Reza Aboutalebi, Hui Tan, Romano DyersonStrategic Fashion Management: 78-109. [CrossRef]

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